Roger Dubuis Will Add Another Brand

Roger Dubuis, one of the world's most exclusive and expensive Swiss watch brands, plans to widen its market and increase production over the next two years, said president and chief executive officer Carlos Dias during an interview with JCK at the recent JCK Show in Las Vegas. The watch firm "in the next two years will launch another brand and at a different, slightly lower price level," Dias said. The brand's price range now is $9,500 to $400,000, with the average sale around $30,000. The firm produces only 28 of each new model it adds in its six collections of generally large watches, a limited-edition strategy designed to keep the brand exclusive. Production of the new brand, however, will increase to possibly 55 pieces of each new model. In addition, the firm—which designs, develops, fabricates, and assembles its own mechanical movements—might add a women's line with quartz m

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